General Assembly User Experience Design Immersive course, 2 week student project final presentation.

1. A new website to showcase
the shop’s products
Tradition
Fun
Creativity
Handpicked Products
New & Vintage
To create and recreate the
magic moments of
childhood

2. Today
atching up user’s Needs through RESEARCH
he Magic Toy Shop magical moments through DESIGN
ite Demonstration in a PROTOTYPE

3. A Typical User Journey Flow
See Product Buy Product
Objective:
!
Receive the
Product
Create a Magical Moment at every point in the
User Journey to encourage repeat, registered
customers
1
Looking for a
product
2 3 4

4. A Typical User Journey Flow
Objective:
!
Create a Magical Moment at every point in the
User Journey to encourage repeat, registered
customers
1
Looking for a
product
DECISION
POINTS ACTION

5. Star Wars? Construction Toy?
Lego?
Model?
Card sorting was used to group 100 shop
products firstly in categories they could
name and then into pre-defined categories.

6. Star Wars? Construction Toy?
Lego?
Model?
Even for just one toy, many possible
category answers appeared

7. I heard it got
some good
reviews.
The 2015
re-release
collectors edition
John Dexter
“If I get her cool
stuff, she thinks
I’m a cool dad”
• TV Scriptwriter, toy collector
• Knowledgable about the product
!
He wants…
• Exclusivity
• Being able to show off the
purchase
!
His goal…
“It’s not whether I
can afford it, its
whether I can afford
NOT to have it”
How someone goes about finding the
same toy depend on who they are
• Father of 12 year old daughter
• Relies on reviews on what to buy
!
He wants…
• The latest quality, cool factor toy
• Recommendations he can trust
!
His goal…

8. Other Online ‘Toy’ Shops
Today, there are two camps of competitors, even though
John and Dexter are looking sort of for the same thing,
they might go to completely different sites.

9. The Specialist’s Market
Dexter
The 2015
re-release
collectors edition
The specialist’s market caters to people like Dexter.
They expect some familiarity with the lingo and maybe
specialist knowledge in a particular brand.

10. Big & Cluttered
I heard it got
some good
reviews.
John

11. COMPETITIVE ANALYSIS!
HOW WELL DO COMPETITORS MEET THE NEEDS OF PERSONAS?
Good Partially Poorly Not at all * Best
Competitors Blast From The Past Think Geek Big Bad Toy Store
J T D B J T D B J T D B
Site Features T D B J T D B J T D B
1 MUST HAVES
1.1 Clear Navigation +!
Direct Product Page
1.3 Easy Check out / !
Shipping + Returns
H H H
1.4 Point to Popular + Newest
Products
- - - - - - - - -
1.5 Brand Differentiator - - - - - * - - - -
1.6 Contact Us - H - - - H - - - H - -
2. SHOULD HAVES
2.1 Recommends Products
(on behaviour or related)
- - - - - - - - -
2.2 Product Reviews +!
Social Media
- H - -
2.3 Brand Heritage + Trust H - - - - - - - - -
2.4 Loyalty Programme - - - - H - - - H - -
3. COULD HAVES
3.1 Shop by Brand - - - - - - - - - -
3.2 Multiple product images +
- - - - - H - - - Condition details
* 3.3 Mobile Site/Version - - - - * * - -
How might we serve Dexter! !
Characterful copywriting
Efficient checkout process
Responsive website
Multiple/Large Product Photos
Ability to submit reviews of products
How might we serve John! !
Establish Trust & Relationship
Focus on new additions to inventory
Make shipping and returns options easy
Product ratings or show other customer behaviour
Father visits website for the first time to purchase
a Lego Millennium Falcon for his daughter
How might we serve Tamsin! !
Reward Loyalty / Purchase History
Suggest products based on behaviour
Categories support finding unknown items
Offer several shipping options
Offer several contact options
Grandmother returns to the website looking for
a beginner-level magic trick for her grandson
How might we serve Ben! !
Search for a specific item
Provide delivery tracking
Make one-off purchase quick
Ability to show off his new purchase with
friends
Teenager has selected an Evel Knievel Stunt
Cycle, and now wants to complete check-out

12. 15 PRODUCT CATEGORIES

13. Customer Support Information & Features

14. DESIGN
TOP
10

15. “The Biggest Little Toy Store”
1
Homepage reflects the shop front history and of being the biggest little toy store.
Pick out only 8 items as a reflection of the quality of toys not the quantity.

16. “The Biggest Little Toy Store”
2
Steer customers towards most popular brands

17. “The Biggest Little Toy Store”
Header navigation has 15 product categories grouped into 3 sections. Picture
examples to denote sections tested better than named sections or alphabetical.
3

18. “This is the Toy you’re looking for”
4
Smart filter at the top act like the toys assistant
guiding user to most popular sub-categories.

19. “This is the Toy you’re looking for”
5
OR Collapsable filtering menus allow user to
drill down to specific criteria themselves

20. 6
Multiple product images and one video provide user with different
angles and views. Complimented by a range of ‘conditions’ for each
item, especially important for vintage products

21. 7
Product description focuses not only on the specs of the toy, but where it was sourced
from and any heritage. Also includes personal story and name of the curator. Builds
upon the importance of story, as per the 2009 Significant Objects experiment on eBay.

22. 8
“I’m always sending
things to the wrong
address”
Usability testing found people wanted double confirmation on orders and that
repeating information at bottom of the checkout page didn’t stop people
scrolling to check details.

23. Thank you and surprise. A new video featuring
the product the customer has just bought.
9

24. Returns and help prominently included in site and as part of checkout
process increases trust in the brand and directly resolves common pain
point customer’s had about difficult returns.
10

25. SITE DEMONSTRATION TIME
http://invis.io/961GFLNS3

26. “Tamsin’s Return”
http://invis.io/961GFLNS3
“He tells me what he wants,
the hard part is finding it”
Let me walk you through Tamsin’s search for a
magic trick for her grandson.

27. NEXT STEPS
1. Designing the last stage in user journey - The unboxing moment
2. How to create good recommendations for first time visitors
3. Look at the homepage for mobile. Shelves layout won’t work on smaller devices

28. Questions?
BRIEF RESEARCH DESIGN PROTOTYPE
A new website
Tradition, Fun
Creativity
Magic moments
of childhood
Looking for a
product
Handpicked
Products